Abstract
The article emphasizes the urgency of the task of advocating in the world not only the artistic aspect of the culture and heritage of Ukraine, but also the educational aspect - to highlight for the scientific community and the general public of the Western world the processes, events, personalities that changed the generally accepted status quo at one or another historical moment, changed established customs and norms made the world more humane. Such emphases strengthen the positioning of Ukraine as an outpost of Western civilization - and therefore are extremely important for the victory of Ukraine in the war waged against it by the Russian Federation. Awareness of the fact of the separateness and influence of the Ukrainian spirit and culture even at the time of the state's loss of independence exacerbates the sense of loss in the event of the Russian Federation's plans for complete genocide and ethnocide of Ukrainians. Guided by this understanding, the author of the article focused her attention on an overview of important facts that can be the basis for creating a strong personal brand of the first rector of Kyiv University, Mykhailo Maksymovych, who, in one of the most unfavorable times for the preservation and manifestation of the Ukrainian spirit, initiated the Ukrainian scientific discourse and laid the foundations for Kyiv University becoming a center of dignity, free-thinking, and Ukrainianism. The article is given an applied character by the author's consideration of possible using of different branding tools (quotes, new visual image bearers for increase of brand impact for example) in process of the personality of Mykhailo Maksymovych branding (like a "Mykhailo Maksymovych - Ukrainian point of view on history and justice" as variant) within the Kyiv University branding as a phenomenon of Ukrainianness, contrary to the plans of the tsar. A very important emphasis is on the interdisciplinary nature of events with the aim of strengthening and popularizing the Mykhailo Maksymovych brand in the perception of both internal and external audiences - the involvement of representatives of visual art, not only specialist historians and copywriters, as well as activism tools.
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